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MTV Insights Studio and Nepa collaboration – MTV Youth Study

October 13, 2021

Sam Richardson

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MTV Insights Studio launches MTV Youth Study 2021 ‘Atmanirbhar by Circumstance’

A go-to handbook on all things Gen Z for marketers and brand custodians

Quantitative Research powered by Nepa India Pvt Ltd

MUMBAI, India (October 13th, 2021) – As India’s No. 1 youth brand and a domain leader for more than two decades, MTV is recognized for its thought-provoking narrative and command over youth through its unique style of storytelling, engagement, conversations, and research. Showcasing its profound understanding of the youth, MTV Insights Studio in collaboration with Nepa India Pvt Ltd as its quantitative research partner launched the 2021 edition of its MTV Youth Study titled Atmanirbhar by Circumstance, to steer marketing and communications for youth in the right direction. A one of its kind study, Atmanirbhar by Circumstance is arguably India’s largest youth research and a go-to handbook for the advertising and marketing community that provides a comprehensive overview of India’s Gen Z population. The in-depth qualitative and quantitative study reflects Gen-Z’s behavior, mindsets, habits, and perceptions.

Amid a raging pandemic, Atmanirbhar by Circumstance examines Gen Z’s evolving thought processes and choices. With over 26,000 respondents aged 15 to 25 years from 50 Indian cities across NCCS A, B, and C, Atmanirbhar by Circumstance is the result of 185 questions covering seven broad topics: Education, Money, Romance, National Interests, Content, Family, Friends, and Spirituality, and COVID-19 Outlook.

The study report was launched by Anshul Ailawadi – Head, Youth Music and English Entertainment at Viacom18 alongside participation from leading brands such as, Godrej, Dabur, Dell Technologies and Spotify kicking off a discussion on Gen-Zfying the brands. The launch also had Gen Z representation from AIESEC, a non-governmental, and not-for-profit organization entirely run by youth for youth.

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